Out-of-home (OOH) agency Kinetic has hired Keith Kaplan as its new global CEO, succeeding Marc-Antoine de Roys, who recently announced his retirement.
Kaplan is well-regarded as a strategic advisor at the intersection of digital and OOH. He has over 20 years’ industry experience, having held senior roles at businesses including Adconion (now Amobee), Yahoo, and King Digital Entertainment, a division of Activision.
Since leaving King in 2017, Kaplan has operated as an advisor and investor across multiple businesses, including U.S. outdoor media company Outfront Media, mobile data provider Skydeo, and identification data business MediaWallah.
“I have always passionately believed that out-of-home is a severely undervalued medium with an extremely bright future. However, the world has never given a reason for out-of-home to accelerate its pace of change until now,” said Kaplan.
“The industry is on the verge of a major transformation, and my priority is to put us at the centre of it all. I’ve also known the Kinetic team for a long time, and that experience tells me that they are ready for the revolution.”
In his first move as CEO, Kaplan plans to roll out his vision focused on people, offerings and innovation that include investment in the professional development of Kinetic’s teams, development of new tools and offerings, and innovative ways for agencies and brands to connect with people as OOH technologies advance.
According to GroupM’s This Year, Next Year global forecast, OOH is expected to experience 17.8% growth in 2021, followed by double-digit growth in 2022.
Zenith’s global adspend forecast and the latest AA/Warc expenditure report similarly expect OOH to return to growth next year.
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